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2. Prepared for Alcohol Action Ireland Prepared by Martha Fanning September 2010 ‘Have we bottled it?’ survey

3. 3 Introduction Objectives Methodology Timing Market research was required to measure attitudes to purchasing and consumption of alcohol as well as gauge attitudes to the sale and marketing of alcohol. An agreed questionnaire was included in Behaviour & Attitudes’ August TeleBarometer. TeleBarometer is a nationally representative survey of 1,000 adults 16+. Interviewing was conducted from our office in Milltown, Dublin 6. Some of the questions relating to the consumption and purchasing of alcohol were fielded amongst an 18+ sample. An agreed questionnaire was included in Behaviour & Attitudes’ August TeleBarometer. TeleBarometer is a nationally representative survey of 1,000 adults 16+. Interviewing was conducted from our office in Milltown, Dublin 6. Some of the questions relating to the consumption and purchasing of alcohol were fielded amongst an 18+ sample. Interviewing was conducted 10 th – 27 th August, 2010

4. 4 Attitudes to alcohol amongst 16-21s

5. 5 Ownership Of Alcohol Branded Merchandise All 16-21s %

6. 6 Favourite Advertising At The Moment All 16-21s % 5 of their top 10 favourite ads are for alcohol.

7. 7 Alcohol Brands Seen Advertised Recently x Age All 16-21s TOTALAGE 16-1718-2021 Base:2268310835* %% Guinness39324534 Heineken35294033 Bulmers32333231 Budweiser31322841 Smirnoff30283230 Carlsberg24182532 Coors119147 Unspecified brand1012108 WKD/Wicked81267 Bacardi5187 Miller5373 Magners3425 Malibu3326 Absolut333- Corona352- West Coast Cooler342- Huzzar251- Fosters232- Carling241- Kopperberg2213 Have not seen/heard any6748 J.2223 * Caution low base size

8. 8 Source Of Advertising Awareness All 16-21s % All other answers 1% or less TV is invariably the most commonly cited source of advertising – regardless of brand/category.

9. 9 Particular Likes About Advertising All 16-21s %

10. 10 Social Networking: Have You Seen Or Heard… All 16-21 year olds J.2223 16-1718-2021 %% 839184 645150 314340 202918 604956 -1- %